The State of Attribution in 2026: Marketing Attribution as a Control Tower
with Scott Brinker, Frans Riemersma, and Nadia Davis
About the Event
In the fifth episode of Season 3 and 2026 on Hitchhiker’s Guide to Marketing Analytics, Nadia Davis is joined by Scott Brinker (chiefmartec) and Frans Riemersma (MarTechTribe).
Marketing attribution has a language problem. It speaks conversion. The board speaks revenue. And as AI multiplies touchpoints, channels, and data exhaust faster than any team can process, the gap between marketing activity and business outcomes keeps widening.
But in the right hands, attribution isn’t a reporting layer—it’s the connective tissue of a modern GTM motion. The 2026 State of Marketing Attribution Report reveals that the old model of chasing channel credit is giving way to something more powerful: attribution as a decision engine.
In this webinar with Scott Brinker and Frans Riemersma, we’ll unpack key findings of the 2026 State of Attribution report: what separates mature attribution practices from stuck ones, including the three revenue forensics questions most marketers can’t answer on the spot, why 80% of revenue flows from just 20% of customer journeys, and how to design attribution for decisions — not dashboards.
Watch to hear Scott and Frans discuss their key findings from the 2026 State of Marketing Attribution report and get access to the full report (under Resources).
